[Book Review] A Primer on Using Benefits to Guide Marketing Decisions
B2B Marketing Directions
JUNE 16, 2024
Source: BenBella Books Successful marketing is the result of many distinct, but interdependent, decisions and actions. Marketers must understand the structure of markets and recognize that most are composed of multiple segments that differ in important ways. To be successful, marketers must also make the right decisions about where (in what market segments) they will compete and how they will position their company and their offerings (their "brand") to win in those segments.
41 
Let's personalize your content